Last updated on August 2nd, 2023
Written by Himanshi Raj
Selling on Amazon is like a showdown between David and Goliath. Unfortunately, you’re contending with the e-commerce behemoth and 9.7 million other sellers worldwide. With so many sellers and products on the platform, gaining traffic to your Amazon listings is challenging.
If you want to boost sales on Amazon, driving external traffic to your product listings is crucial. In this blog post, we’ll share how to drive traffic to Amazon listing and how Amazon product launch services can help boost brand awareness.
Are you a newbie Amazon seller? Did you know that Amazon has a built-in system where you can create ads and post them inside the marketplace? This system is called Amazon Advertising, although it was once known as Amazon Marketing Services.
Amazon Marketing Services is an umbrella term for various Amazon services, such as Amazon Sponsored Display Ads, Sponsored Ads, and Headline Search Ads. These services will help you drive traffic to your listings and increase sales.
But widening your reach and seeking potential customers off Amazon will give you an even greater advantage. Here are some tips on driving external traffic to your Amazon listings:
A poorly made listing is the surest way to lose customers and sales. Visiting a product detail page with awful-looking images and poorly written descriptions is a big turn-off. Buyers will not think twice about leaving your page in an instant.
If you’re aiming to gain better organic rankings and send traffic to your Amazon store, here are some tips to optimize your product page:
Which social media platform will help you drive more traffic? Surprisingly, the answer is YouTube, which has a 51.82% share of Amazon’s social traffic, based on the stats from Statista. Following it are Facebook, Whatsapp, Twitter, and Reddit.
Why is YouTube one of the most favorable advertising platforms for brands? In the last quarter of 2020, the global advertising revenue of YouTube was over $6.8 billion, according to Statista. That is a billion-dollar increase from the third quarter of 2020.
So, how do you drive external traffic to your Amazon listings through social media? One effective way is through influencer marketing. You can partner with influencers on YouTube, Facebook, or TikTok to promote your products on their social media accounts. Before you work with an influencer, ensure that your niche and brand goals are aligned.
Social media ads on Facebook and Instagram can help you drive external traffic to your Amazon listing. Facebook is next to YouTube in terms of its share of Amazon’s social traffic. If you have a Facebook page and an ad account, you can start creating Facebook ad campaigns to promote your product and direct them to your Amazon store.
Aside from social media marketing, you can also use Google ads (formerly Google Adwords) to drive more traffic to your product listings. If you’re unfamiliar with choosing the right keywords for your Google ads, you can use Google's free keyword planner.
Alternatively, you can also work with an agency. They can help you choose the right keywords, identify the most common customer searches, optimize your landing page, and achieve good and organic rankings on the search engine results page.
One of the benefits of including off-Amazon advertising in your Amazon FBA launch service is that you can try different marketing strategies such as email marketing. Contrary to popular belief, email marketing is not yet dead, and people are still addicted to emails.
Statista predicts that in 2025 the number of email users worldwide will be 4.6 billion, much higher than the 4.1 billion email users in 2021. So yes, email is here to stay, folks. But sending a one-time marketing email to potential customers isn’t enough.
It is best to mix it with retargeting or sending marketing email messages several times until the prospective buyer gives in. Ensure that your emails still provide value to your prospective customers without being pushy.
Yes, this is possible, and it is called referral marketing. It’s different from “word of mouth marketing,” which is free. In referral marketing, you incentivize customers with freebies, discounts, or rewards to encourage them to promote your products to their families, colleagues, and friends.
For example, you can encourage shoppers to post their feedback about your product on their social media accounts, and they will get discounts or other rewards on their next purchase. You can also share user-generated content on your own website and social media profiles to engage potential customers and drive external traffic to your listings.
Now that you know how to drive external traffic to your product listings, let’s examine whether using Amazon Marketing Services is enough to drive traffic. Usually, most Amazon sellers prefer to hire a third-party service provider that offers an Amazon launch service.
Sellers know that a tiny misstep could ruin their online business and cost them a lot of money. An Amazon product launch service aims to promote brand awareness and drive traffic to your listing, especially when you have a relatively new product.
However, some sellers exclude driving external traffic to Amazon in their product launch strategy. Why? It’s expensive and complicated to plan and execute. As a result, sellers may settle with the advertising tools within the Amazon ecosystem.
But using the advertising tools on Amazon alone has a few drawbacks. Here are some of them:
Based on data from Marketplace Pulse, there are 6.3 million registered Amazon sellers in 2021. Imagine how many were added to that number now that it’s 2023. This number proves how tight the competition within the Amazon marketplace is.
Amazon Advertising allows sellers to create Sponsored Product ads that appear in related shopping results and product pages. For example, other Amazon sellers can put Sponsored Product ads on your product listing. Amazon allows this kind of “healthy” competition among its sellers.
This means when you drive traffic to your Amazon listing, other sellers can steal your prospective buyers’ attention with their ads placed on your product pages.
Amazon Advertising also placed some restrictions on how you can display ads on their platform. For example, they don’t allow promotional messaging such as “Hurry while supplies last,” “Huge savings,” or “Save 50%.”
If you don’t comply with this, they will suspend your listing or kick you out of their marketplace. If you’re serious about driving traffic to your Amazon listing, you must be innovative without breaking Amazon’s ad policies.
Email marketing is not dead, and it has the power in driving external traffic to your Amazon listing. But what if it’s not allowed in Amazon Advertising?
An email list is useful in communicating with your customers and gives you the freedom to market your products directly. But you can’t build an email list on Amazon. Or, rather, Amazon doesn’t allow this kind of practice.
With this limitation, you may have to turn to non Amazon marketing efforts, like using external traffic channels such as social media to drive more traffic to your listing.
Aside from having internal traffic, which Amazon provides sellers, gathering external traffic helps future-proof your business. Let’s say you’ve accidentally breached Amazon’s policies and got suspended.
You can still sell your products outside the marketplace through social media platforms or the online store you developed. In short, you have a backup plan.
Never put all your eggs in one basket. This saying holds true when launching a new product on Amazon. It would help if you tried driving external traffic from various sources where you can be more creative and flexible.
Ensure that the Amazon launch service you’ve paid for supports this advertising strategy to reap the benefits of paid external traffic. This way, people will know your new product not only inside the Amazon marketplace but also outside it. More importantly, you will achieve your ultimate goal of higher organic sales and ranking high in the largest online marketplace on Earth.Do you want an effective Amazon product launch? Seller Interactive offers the best launch service that will help you put your product listings on the first page of Amazon. Contact us today to get a free audit of your Amazon account.
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